What is Anchor Text?

What is anchor text?

The anchor text is a visible, clickable element of an HTML document. Anchor texts are used to define hypertext links and also to define named locations for use as targets for links.

Anchor text supplies users with descriptive or contextual information about the target resource, offering hints regarding the linked webpage's content. While anchor text may correlate semantically with the URL's path, query parameters, or fragment identifier, this relationship isn't guaranteed, as anchor text operates independently from the URL's textual representation.

Publishers control anchor text selection, creating potential for manipulation. Descriptive and contextual anchor texts represent SEO best practices.

Why is anchor text important?

Anchor text has been historically significant in SEO due to its heavy weighting in search engine algorithms.

In early 2017, John Mueller provided insights about Google's position on anchor text, aligning with HTML specification documents where anchors originally linked words relevant to landing pages.

Anchor texts help establish cohesive internal linking structures and provide site visitors with a navigation map and topical relevance indicators. Research papers demonstrate strong correlation between page rankings and their corresponding anchor texts.

Seven Main Types of Anchor Texts

• Exact match: An anchor text that matches the title of the document being linked.
• Partial match: Anchor text partially mirroring the term with additional keywords for the document.
• Naked Link: An anchor text that uses a URL instead of the text.
• Images: Image alt attributes function as anchor text when linked to URLs.
• Branded: Anchor text utilizing brand names.
• Generic: An anchor text that uses generic words or phrase like "here" or "this link."
• Empty: Anchor text considered empty when linking images with missing alt attributes.

Best Practices for Anchor Texts

Relevant anchor text provides context regarding the linked page. Use specific, relevant text and avoid keyword stuffing to prevent search engine manipulation.

1. Write anchor text relevant to the landing page

Consider your site visitor's browsing experience. Misaligned anchor text creates a deceptive user experience.

2. Avoid keyword stuffing your anchors

Anchor text diversity matters, but not through keyword stuffing, which violates Google Guidelines and harms user experience. The 2012 Penguin algorithmic update specifically targeted sites with over-optimisation penalties.

3. Diversify your anchor texts

When linking internally or externally, diversify anchor texts with variations around the document's main keywords or title. For all links, internal or external, don't repeat anchor text on the same page as this is a poor user experience and also confuses search engines.